iOS 15 News: A/B Testing Tool, Custom Product Pages, and In-App Events

This article was prepared by Carlos Pérez.

BREAKING NEWS: App Store just announced awaited new features available for the iOS 15 and iPadOS 15 versions that are shaking the app marketing sector. Discover them all in this post!

Apple iOS 15: new stuff coming soon

In this article, you will discover what are the new features that will be available in the new version of iOS 15.

Ready? GO!

App Store product pages A/B testing tool

The first news that Apple announced is that the App Store will enable you to A/B test the visual elements of the product page of your app to try and get better results and increase its conversion rate to download.

This new feature will help you improve your ASO strategy and with it, you will be able to try different app icons, screenshots and previews (video) on the App Store product page. You will also be able to compare the performance of the product page to understand what converts best.

The new A/B testing feature of App Store will enable you to test up to 3 different elements and from the App Analytics section of App Store Connect, you will see the results of the main ASO KPIs such as the impressions or the conversion rate and you will be able to compare the performance with the original product page.

The tests will gather data for up to 90 days.

Custom product pages

Another new feature that the App Store will offer with iOS 15 is the possibility to create additional versions of the original product page and direct specific audiences using a unique URL linked to a concrete product page. This will include the possibility to:

• Create different product pages and upload them independently from the published version.
• Publish up to 35 product pages at the same time.
• Supervise the data of each product page with data about views, impressions, downloads, conversion rate, and more.
• Measure the retention rates and the average benefits per paying user for each custom product page to be able to see their performance over time.

In-app events

The in-app events are proper events inside the apps or games, such as the release of a new movie or a live transmission. By the end of the year, users will be able to discover events directly through the App Store, which will widen the reach of the store.

You will be able to discover these events through custom recommendations and through the editorial sections of the tabs Today, Games, and Apps, as well as in the search results and on the app product page.

The event cards will be presented in a format that will include images or videos, an event name and a short description.

The users will be able to open a detailed page of the event that will offer them a more immersive experience with a longer description of the event and some notes about if a purchase or a subscription is required inside the app.

You will also be able to share your event with others, for example through messages or social media. The users will choose if they want to receive a notification from the App Store when the event starts not to miss it anything.

You will be able to configure the in-app events from App Store Connect, and you will see information about its performance in the App Analytics section.

App Store Widget & Game Center Widget

The new App Store Widget includes stories and collections with developers as well as apps and events within the app from the tab Today, directly from the start-up screen of the device.

This will enable additional game recommendations to be included within the App Store. Gamers will be able to see which games their friends are playing from the Game Center to discover new games, directly from the start-up screen, and they will have the opportunity to keep on playing which will enable them to see which game they recently played on all devices and go back to where they left the game.

iOS 15 new features: conclusions

Apple App Store keeps on evolving and one sure thing is that its updates never leave anybody indifferent. We will have to wait until the official iOS 15 launch to see, analyze and test all of these new features, even though we already know that, as for all the new features they present, Apple will offer developers new growth opportunities for apps and games on the store.

Once the iOS 15 update is available for download, we will tell you more about the new features and how they will impact your App Marketing strategy – stay tuned! 😉